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Green marketing and greenwashing – analysis of the phenomenon in brand promotion on selected examples

Bierzyńska-Sudoł Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

37--51

EN

Purpose: The article presents green marketing and greenwashing as phenomena in the context of the promotion of selected brands. The aim of the article is to present the essence of green marketing and greenwashing and, on this basis, to show and expose bad practices used in marketing activities that pretend to be truly ecological projects. Design/methodology/approach: In the article, the following research methods and techniques were used: problem, analytical, synthetic, chronological, interview, questionnaire, comparative, and participant observation. Findings: Green marketing was sufficiently shown in many studies. Greenwashing, on the other hand, as a dynamic and willingly practiced in marketing activities phenomenon, aroused the greatest research attention of the Author, who, by giving many examples, revealed tricky methods and eristic tricks leading to a quick promotion of a company and achievement of undeserved profits. In the opinion of the Author, it is advisable to present brands that promote themselves through green marketing, because their names should be remembered. On the other hand, for companies that use greenwashing, as entities negatively assessed by consumers, being included in the scientific text, cannot be an opportunity to promote. Originality/value: Despite many positive actions, we can still observe companies using greenwashing that soak their messages with ecological hollow words. Greenwashing harms not only consumers, but also honest companies that take problems of sustainable growth seriously. Therefore, the ability to recognize unfair practices is extremely important. At this point, we can indicate the relationship between the level of environmental awareness of customers and the actual or apparent activities of companies. Therefore, this article is aimed especially at consumers and people interested in sustainability.

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Future of Social Media Marketing in tier III cities of Maharashtra

Tanmay Kandekar

Annals of Computer Science and Information Systems

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2020

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Vol. 24

119--121

EN

With rise of technology and disposable income consumers from smaller cities are also showing tendency to buy fashion and lifestyle products. Especially the young consumers, who are more tech-savvy and trend follower would be looking for the experience of having a fashionable product. As the products are not available in the small city market, they visit the nearest big city market or try to go online to purchase product. The advertisements on social media help them to know the latest offerings in the market, hence they look forward to such promotions. The brand marketer needs to make sure that the advertisement on social media should be a proper combination of factors like pricing, discounts, quality, celebrity endorsements and language along with cultural \& religious consideration. Keywords: Social Media Marketing, SM promotions, Tier III, Fashion and Lifestyle.

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Strategia rozwoju pracownika w organizacji

Ciekanowski Z., Nowicka J., Załoga W.

Nowoczesne Systemy Zarządzania

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2018

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T. 13, nr 1

41--51

PL

W opracowaniu zaprezentowano istotę kariery zawodowej traktowanej jako fundament strategii rozwoju pracownika w organizacji. Przedstawiono zatem karierę zawodową jako proces umożliwiający nabywanie kompetencji ułatwiających osiąganie indywidualnych sukcesów zawodowych. Formalnie określona i udokumentowana ścieżka kariery zawodowej pracownika stanowi podstawę planowania jego kariery w zobiektywizowanym wymiarze. Ścieżka kariery w organizacji może być budowana w różnorodny sposób, zależnie od warunków i możliwości firmy, stąd w opracowaniu scharakteryzowano alokację pracowników, czyli ich przemieszczenia w górę struktury organizacyjnej określane mianem awansu. Podkreślono rolę rozwoju zawodowego pracowników, do którego niezbędne są szkolenia i doskonalenie umiejętności, traktowane jako inwestycja przedsiębiorstwa. W opracowaniu podjęto również istotny temat wyzwań i przyszłych tendencji procesu zarządzania karierą. Wskazano zmianę płaszczyzny postrzegania kariery z ukierunkowania na karierę w pracy na jakość życia i równowagę praca-życie prywatne.

EN

The study presents the essence of a professional career, treated as the foundation of the employee development strategy in the organization. Therefore, a professional career was presented as a process enabling the acquisition of competences facilitating the achievement of individual professional successes. Formally defined and documented career path of an employee is the basis for planning his career in an objectified dimension. The career path in the organization can be built in a variety of ways, depending on the conditions and capabilities of the company, hence the employee’s allocation, ie their displacement up the organizational structure, referred to as promotion, is characterized. The role of professional development of employees is emphasized, to which training and skills development are necessary, treated as an investment of an enterprise. The study also addressed an important topic of challenges and future trends in the career management process. A change in the level of career perception from the focus on career at work on quality of life and work-private life balance was indicated.

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Modele kształcenia kadry naukowej

Michałek R.

Inżynieria Rolnicza

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2005

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R. 9, nr 7

7--14

PL

Artykuł przedstawia obowiązujący w Polsce system kształcenia kadry naukowej z równoczesną analizą jego funkcjonowania a na tym tle przedstawia różne modele, w tym także oparte na krajach zachodnich i USA. We wstępnej części omawiane są podstawowe pojęcia semantyczne z zakresu kariery i awansu naukowego.

EN

The paper describes the system of educating scientific staff valid in Poland, together with its functional analysis, and compares it with various models, including those in use in the western countries and the USA. The introduction describes basic semantic terms related to career and scientific promotion.